Objective: Before
receiving the brief, understanding the consolation and negotiation with the
client stage
P1 describe the requirements of working to a brief
|
M1 explain the requirements of working to a brief with
reference to detailed illustrative examples
|
D1 comprehensively explain the requirements of working to
a brief with elucidated examples
|
2a)
Previous Clients) Individually re-read and annotate
the Ident brief, discuss the Type of brief it is, its requirements,
advantages and disadvantages. In
your production groups record a VLOG
of the process of ‘working with the
client’. Discuss the following sections with visual examples.
- Reading the brief
- Preparation for Negotiating the Brief (consultation with client; degree of
discretion; amendments to final product; amendment to conditions)
- Opportunities in the brief to develop new skills
The brief: CTK
are planning to launch their own digital TV channel for promotional videos for prospective students. They
approached you to research and produce a suite of Idents to brand their channel
targeting 15-19 years students of both genders from SE London. You will have to consider the requirements of your client and
work closely with them to fulfil the promotional purpose of the product. You will need to negotiate and agree a theme and design for a suite of 4 seasonal Idents that establishes consistency in the brand identity of
the channel and appeals to its target audience, encouraging them to consider CTK as a place to study. You must plan and produce
the suite of idents that use stop motion animation and/or live video, negotiating creative
changes with the client deliver to the project to deadline that fulfill the brief. Each Ident should be approximately 30 seconds and you will initially have a budget of £50.
What type of brief is this?
Who is your client?
Who is your target audience?
Who is your target audience?
What media is the Ident required to be produced?
How many Idents do you need to produce?
How long does each Ident need to be?
What does 'consistent' mean in this context?
How many Idents do you need to produce?
How long does each Ident need to be?
What does 'consistent' mean in this context?
What do we mean by 'seasonal'?
When is the delivery date for the project?
Task 2b) Reading and negotiating a brief
Read the guides interspersed below then compete the task for evidence, explaining the process of how a creative producer reads, negotiates, amends and finds opportunities in briefs. Refer to the brief for your E4 Stings - http://www.channel4.com/info/press/news/e4-fans-encouraged-to-get-creative-as-e-sting-competition-returns - you will then amend your answers when you are given your formal assignment brief later this week.
1. Reading a brief
One of the main requirements of working to a brief is knowing what your role is and exactly what you are being asked to do; that brings me on to ‘Reading a brief’.
It’s so important to read the brief carefully(preferably a few times) and even make notes on it as reading the brief in a rush will make it vastly easy to make high abundance of errors, for example it would be easy to miss something that the client or company wants including.
By reading the brief throughout you will also get the nature of the project as well as its demand. There are ‘two main elements that can be split up to make the brief easier to understand and break down which are: the nature; that is based on what had been asked for you and what is the final product expected. As well as the demand; that covers the details involved including the time constraints and man power needed to get the project finished in time.’
Task 2b.i) Reading a brief
1. What is the Nature of this brief?
2. What are the Demand(s) of this brief?
3. Write annotations on key requirements, such as:
Who is the client?
· What are the restraints such as time scale, budget or payment.
· Your role & What are you being asked to do?
· Who are the target audience?
· What‘s the final product/outcome expected?
2. Negotiating a brief
Now you have understood the brief you can now contact the client or company and negotiate any changes that you might have in mind. Some briefs are really strict (for example contractual) and rigid on what is being asked for but many require consultation. When you receive your brief that is the time to make any changes, to add any details or make any adjustments. It’s also the time to ask any questions or put forward any worries that you may have before it needs to be handed over.
Some of the advantages include; you get the chance to use your own ideas wisely and be more lenient on what you want to put on the project. It allows both parties to make an equally fair and pleasing decision and agreement. The main advantage is that you basically get to be creative with what you can do.
Some advantages of employing discretion within a brief are as follows:
· Allows creativity from the people creating the product.
· Keeps up a good communication with the company and the client.
· Using discretion allows you to add separate aspects to the brief that you may want to try or find beneficial or interesting to your brief.
It could be a disadvantage if someone comes down and hands you a brief and says do whatever you want with it, it can be a really hard way to work, even though it should, give you a lot of scope. If you haven't got the goalposts in the briefs then those are the hardest. Another possible disadvantage could be that the receiver may not like it and it might not properly meet the brief/ conflict the brief.
Task 2b.ii) Negotiating a brief
1. What questions or concerns do you need to put across to the client?
2. What changes or adjustments will require discretion to make it more creative or interesting? Explain how you will employ discretion to negotiate what you want AND keep in a good relationship with the client.
3. What Amendments will you have to consider:
· ‘The Product
(After reading the brief it will be important to be aware that there may be some things that will need to be changed within the brief. Things such as any overly ambitious deadlines, time scales and scopes will need to be considered.)
· The Budget
(If there is not enough finance supplied in order to complete the product an amendment to the budget may need to be considered. If this is the case either the budget of the project will need to be increased or the scope of the project will need to be decreased.)
· The Conditions
(If the project were to run overtime you may need to discuss with the client the prospect of your pay being increased, this may be difficult to do after the contract is signed, so make sure to negotiate this consideration with your client before the project starts.’)
· Legal, ethical and regulatory
It’s extremely important to also familiars yourself with the legal, ethical and regulatory issues. ‘There are some laws you need to think of before going into production. For example, Copyright. You can’t include anything that is copyrighted unless you have permission by the creators of the item. If you give your product to the client when it is infringing copyright and they use it, it will result in them getting sued. They will then sue you for giving them the product. Privacy laws and the race discrimination act needs to followed too.
Task 2b.iii) legal, ethical and regulatory
What are the codes of practice surrounding Idents for digital channels (see BBC or CH4)
http://downloads.bbc.co.uk/commissioning/site/bbc_music_styleguide_2015.pdf
What significant legal regulations may restrict or be significant to your production?
When is the delivery date for the project?
Task 2b) Reading and negotiating a brief
Read the guides interspersed below then compete the task for evidence, explaining the process of how a creative producer reads, negotiates, amends and finds opportunities in briefs. Refer to the brief for your E4 Stings - http://www.channel4.com/info/press/news/e4-fans-encouraged-to-get-creative-as-e-sting-competition-returns - you will then amend your answers when you are given your formal assignment brief later this week.
1. Reading a brief
One of the main requirements of working to a brief is knowing what your role is and exactly what you are being asked to do; that brings me on to ‘Reading a brief’.
It’s so important to read the brief carefully(preferably a few times) and even make notes on it as reading the brief in a rush will make it vastly easy to make high abundance of errors, for example it would be easy to miss something that the client or company wants including.
By reading the brief throughout you will also get the nature of the project as well as its demand. There are ‘two main elements that can be split up to make the brief easier to understand and break down which are: the nature; that is based on what had been asked for you and what is the final product expected. As well as the demand; that covers the details involved including the time constraints and man power needed to get the project finished in time.’
Task 2b.i) Reading a brief
1. What is the Nature of this brief?
2. What are the Demand(s) of this brief?
3. Write annotations on key requirements, such as:
Who is the client?
· What are the restraints such as time scale, budget or payment.
· Your role & What are you being asked to do?
· Who are the target audience?
· What‘s the final product/outcome expected?
2. Negotiating a brief
Now you have understood the brief you can now contact the client or company and negotiate any changes that you might have in mind. Some briefs are really strict (for example contractual) and rigid on what is being asked for but many require consultation. When you receive your brief that is the time to make any changes, to add any details or make any adjustments. It’s also the time to ask any questions or put forward any worries that you may have before it needs to be handed over.
Some of the advantages include; you get the chance to use your own ideas wisely and be more lenient on what you want to put on the project. It allows both parties to make an equally fair and pleasing decision and agreement. The main advantage is that you basically get to be creative with what you can do.
Some advantages of employing discretion within a brief are as follows:
· Allows creativity from the people creating the product.
· Keeps up a good communication with the company and the client.
· Using discretion allows you to add separate aspects to the brief that you may want to try or find beneficial or interesting to your brief.
It could be a disadvantage if someone comes down and hands you a brief and says do whatever you want with it, it can be a really hard way to work, even though it should, give you a lot of scope. If you haven't got the goalposts in the briefs then those are the hardest. Another possible disadvantage could be that the receiver may not like it and it might not properly meet the brief/ conflict the brief.
Task 2b.ii) Negotiating a brief
1. What questions or concerns do you need to put across to the client?
2. What changes or adjustments will require discretion to make it more creative or interesting? Explain how you will employ discretion to negotiate what you want AND keep in a good relationship with the client.
3. What Amendments will you have to consider:
· ‘The Product
(After reading the brief it will be important to be aware that there may be some things that will need to be changed within the brief. Things such as any overly ambitious deadlines, time scales and scopes will need to be considered.)
· The Budget
(If there is not enough finance supplied in order to complete the product an amendment to the budget may need to be considered. If this is the case either the budget of the project will need to be increased or the scope of the project will need to be decreased.)
· The Conditions
(If the project were to run overtime you may need to discuss with the client the prospect of your pay being increased, this may be difficult to do after the contract is signed, so make sure to negotiate this consideration with your client before the project starts.’)
· Legal, ethical and regulatory
It’s extremely important to also familiars yourself with the legal, ethical and regulatory issues. ‘There are some laws you need to think of before going into production. For example, Copyright. You can’t include anything that is copyrighted unless you have permission by the creators of the item. If you give your product to the client when it is infringing copyright and they use it, it will result in them getting sued. They will then sue you for giving them the product. Privacy laws and the race discrimination act needs to followed too.
Task 2b.iii) legal, ethical and regulatory
What are the codes of practice surrounding Idents for digital channels (see BBC or CH4)
http://downloads.bbc.co.uk/commissioning/site/bbc_music_styleguide_2015.pdf
What significant legal regulations may restrict or be significant to your production?
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